IKEA Family is one of Sweden’s largest membership programs, with over 3.5 million members. In 2025, IKEA was set to launch a long-awaited new feature: loyalty points. The catch? Loyalty points have been around for decades – launching them now felt embarrassingly late. But instead of trying to present it as an innovation, IKEA embraced the delay and made it the core of the campaign. The idea was to revive old viral trends – long after their moment had passed. It was intentionally cringe, but perfectly aligned with the message: Better late than never. IKEA co-workers recreated iconic moments like the Harlem Shake, Bottle Flip Challenge, Mannequin Challenge, and Planking – just as people remembered them. The result? The internet went wild. It became one of IKEA’s most talked-about campaigns ever and delivered impressive results.